Keywords: wuliangye maotai liquor wine Olympic brand marketing into the international market is China's Liquor Corporation is committed to goals, with the help of foreign investment in overseas channels expand the international market, have become numerous distilleries to enter the international competition of traffic patterns. Recent international wine leader – "Diageo" quanxing group by holding a 43% stake, equity curve Shuijing about 17 per cent of the shares, the pre-emptive turned into a Chinese liquor industry first single foreign acquisitions, undoubtedly, Shuijing voluntary occupied purpose also hopes to be able to make use of Diageo's global sales channel with driving the international market. Maotai has also begun through the duty-free shops etc Terminal distribution world, liquor King wuliangye how truly internationalized operation? wuliangye although now is exporters, but from true internationalization also very far away. Wuliangye desires breakthrough, first of all it should be through advertising into the world people's eyes, the eyes are the Windows of the soul, open this window, you can touch the hearts of people around the world; terminal cargo before spreading to consumers will shop for delivery of advertising into consumers ' hearts, the more important.
Wuliangye is seeking to become a designated sponsor of the Olympic Games, also has this capability, but because of the spirits, and Olympic sponsor standards don't match, some obstacles encountered, and how to solve? about me, cringe? it is clear that the Olympics are the eyes of wuliangye enters the people of the world's best time, it was not supposed to fight?
Diageo's spirits are able to enter F1 racetrack?
Diageo is spirits market hegemony, however it is a wine brand "drinking" long-term advocates. At Diageo's advertising, drinking described as fun, leisure and social activities, such as a part of life, is designed to promote alcoholic consumers a responsible drinking.
Diageo believes that as the market leading brands, must assume more responsibility to the liquor brands, however, this responsibility is reflected in the need to tell their own consumers to rational consumption of alcohol, and a variety of ways to guide people to establish such awareness. This also reflects the spirit of a gentleman, Diageo as a person, he should be a certain status gentleman, but do not flaunt, confident and at the same time have a sense of responsibility.
The MacLaren F1 sponsorship team, the market has a dissenting voices, many people think that wine and racing is inappropriate, but they through advertising in a series of great bend control driving skill, it is a rational, control ability and responsible attitude. Diageo in China all ads, all with an "infinite joy, drinking some degree of" slogan. To this end, Diageo is Chinese area General Manager Keming SI stressed: "enter the Chinese market brand will undoubtedly sponsor F1 competition as heaven-sent opportunity for brand marketing, we also seize this opportunity for brand promotion. Racing and drinking driving also needs to be contradicting the throttle, brakes, rational and control, such as with alcohol, is the perfect combination. ”
Diageo so potent wine can enter severe allergic to alcohol overspeed F1 racetrack, and wuliangye is prevented from entering the Olympics? key is what name appear, whether from the concept up and moved to top the Olympic Committee, to the Olympic grounds into a? concept of wuliangye is faster, higher, stronger, in line with the spirit of the Olympic Games, also blocked a lot of people's mouths, unless its negative Olympic spirit; as Diageo, passed beyond the thinking, the idea of drinking and driving idea integration in a piece that would prevent them from entering the contest, unless on a rational and F1 do not need to open up the car control to not need brakes, just pedal wanton outburst.
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